When done well, billboard advertising can deliver unmatched reach and impact. But even the most eye-catching boards can fall flat if certain key factors are ignored. At Stimulus Advertising, we’ve seen what works and what doesn’t. Here are eight often-overlooked elements that can make or break a billboard campaign:

1. Distance and Placement

Yes, a right-hand read is ideal, but proximity to the road often trumps direction in billboard advertising. A left–hand board that’s close to the road and has a long viewing window can outperform one that’s technically “better placed” but too far away.

And don’t forget: letter height matters. Here’s a quick guide to optimize readability based on viewing distance:

2. Traffic Count Isn’t Always What You Think

Many outdoor companies report weekly impressions (Impression values based on: Total Population) based on population data and cell phone pings within a billboard’s GPS location. While useful, these figures can vary in accuracy. For the most accurate picture, turn to your state’s Department of Transportation (like VDOT’s traffic viewer in Virginia) or use reputable data services that organize this info comprehensively.

Here’s a sample of what traffic data tracking looks like:

3. Length of Read

Speed plays a huge role in how long someone can read your billboard. The slower the speed – the longer the READ!

Billboards near traffic lights or in slower zones allow for more messaging. But on highways and other high-speed areas, you’ve only got seconds to capture a driver's attention with a message that sticks. So, make sure your billboard communicates:

• Who you are
• What you offer
• What to do next

For digital boards, remember that your ad rotates in a loop– typically 1 out of 6 slots–so visibility is shared. Keep your digital design bold and simple to make an impression in that short window.

4. Print vs. Digital Billboard Design

Each medium comes with different factors to consider

Print:

• Printed wraps are applied on canvas materials that typically fade after 4-6 months, so oversaturate colors and use undercolor for depth and to account for fading
• For rich blacks, try this color combination: 100k / 80C / 40Y / 40M
• Night lighting often involves external LEDs provided by the billboard company– this is still effective but not as vibrant as digital (when they work)

Posters:

• Made from Tyvek paper, poster boards are temporary, affordable, and ideal for short-term promotions
• These are relatively cheap and not as high in quality

Digital

• Remember, digital billboards are NOT INK, so some of the design elements need to be adjusted for LED color
• Digital designs will often look different depending on the medium, meaning that your billboard might not look exactly like the design on your computer.
• Avoid muted tones like tans, light greens, and faint pinks– they often wash out on screen
• Pro tip: Keep important content away from the edges. Bleeds are fine, but white space improves clarity

5. Direction Matters

Think: Is it better to reach people on their morning commute or their drive home?

For a company like Little Caesars Pizza, it would be better to reach people coming home from work around dinner time. For product or retail businesses, it may be better to reach people heading into a city or workplace. It all depends on your product or offering for the audience.

• Restaurants: Afternoon and evening commuters are key
• Retail or service businesses: Reach people early in the day

Also, directional signage like “EXIT 41, Left at Light” or “3 MILES AHEAD” is great for right-side boards. Drivers respond well to straightforward guidance they can act on immediately.

6. Use Billboard Extensions Creatively

Example photo generated using AI

Extensions are billboard design elements that extend beyond the billboard’s edge and are excellent for standing out. These typically require local approval (city/state), but when done right, they can turn a good board into a memorable one. Extensions can also leave more design space. Here is an animated sample of a billboard extension:

Think of billboard extensions as bonus real estate for visuals or messaging that pops.

7. Start with a Big Idea

In the words of David Ogilvy: “Unless your advertising is built on a BIG IDEA, it will pass like a ship in the night.”

Billboards require boldness. You’ve only got seconds to capture attention, so make each second count. A big idea jolts a driver out of routine, makes them remember and inspires action. Without a BIG IDEA and clear message, you’re just adding noise.

Here are some examples of big ideas and clear billboard messaging:

8. Brand Consistency

Lastly, brand consistency is key. Even if your board is visually stunning, it needs to feel on brand with your company. Stick to recognizable fonts, logos, colors, tone, and other brand identity elements that represent your business. This continuity helps reinforce brand recognition across all your marketing efforts– from digital ads to printed collateral.

Take these billboards designed for Central Virginia Family Physicians. Each design follows CVFP’s branding guidelines including the font, style, and messaging.

Need Help Getting Your Message Out There?

At Stimulus Advertising, we create outdoor campaigns that stand out and get results. From placement to concept and design, we handle every detail. Let’s make your billboard your best yet.

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